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Training: PR in a changing digital landscape - London

Training: PR in a changing digital landscape - London

The digital revolution and the explosion of social media has had a huge impact on the role that PR plays in any brand strategy. This course will look at how PR must align with marketing in today’s ‘connected’ world.

You will learn to:

  • Embrace the new digital landscape for PR activity and understand why the tools available as a result of this digital explosion have never been more important 
  • Deliver effective content to engage the multi-channel audience
  • Integrate digital media to work in tandem with PR to create brand advocates
  • Tell a better story through PR activity to drive media engagement and customer loyalty
  • Better align PR activities with overall marketing activity to continue to maximise it’s perceived value and deliver results

Nicola Renshaw, Managing Director, Renshaw Communications

Nicola has over 18 years in house experience at large B2B Brands, including BT, Dunhill and Avaya where she lead Marketing and PR teams that delivered cross media Marketing strategies and ROI driven campaigns.  

More recently she ran the PR for a SAAS business focusing on digital transformation software in the media & technology sectors.

Programme: (1 day course)

PR & the digital revolution

  • How do we define PR in today’s digital world?
  • Understanding why PR is such a powerful tool in the marketing mix
  • How the digital revolution has changed the landscape for PR
  • How to make the ‘connected consumer’ a friend
  • Why traditional media should not be ignored

Embracing social media to drive your PR activity

  • Who are the existing/new influencers and how do we engage with them?
  • Using social channels to build PR relationships
  • Understanding the preferred social platforms for your audience
  • The importance of listening to customers
  • Why brand advocates are critical to success

The importance of creating strong content

  • How to write content that will engage your target audience
  • How to choose the right theme
  • How to optimise content with the right keywords
  • Understanding the power of external link building
  • How PR can drive SEO

Writing a news story that gets noticed in today’s climate

  • Is a press release the only way?
  • Writing a powerful headline
  • How to structure copy
  • The ‘fool’ proof copywriting test to take away
  • 10 copywriting tricks to add clout

Delivering a digital PR campaign for maximum impact in changing digital times

  • Is creativity still as important?
  • How to optimise, socialise and publicise PR Content
  • Should experiential marketing play a part?
  • How to integrate PR and digital marketing
  • How to measure the success of digital PR
  • Ongoing measurement and evaluation?
  • PR planning/content mapping?

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